Your job as a startup is to sit around all day coming up with seemingly important news stories that just happen to revolve around your company. Get some press contacts to feed those stories to, and you're sorted for marketing.
Bonus points for attacking the Big Competitor in a public way, thus forcing major news outlets to cover the "story" and ask Big Competitor for a quote about you.
http://www.paulgraham.com/submarine.html
Your job as a startup is to sit around all day coming up with seemingly important news stories that just happen to revolve around your company. Get some press contacts to feed those stories to, and you're sorted for marketing.
Bonus points for attacking the Big Competitor in a public way, thus forcing major news outlets to cover the "story" and ask Big Competitor for a quote about you.